Stads rolls out digital perimeter ads solution with Del Piero involvement
By Simon Ward
Stads, an Israel-based sports media technology company, has today launched a new data-driven digital advertising platform which it hopes will appeal to brands looking to target particular audiences, and which is backed by former Italian soccer star Alessandro Del Piero.
The company claims that its digital media exchange will serve as “a one-stop resource” for the whole media buying process, from creation and scheduling to optimisation and final delivery, helping clubs manage their advertising inventories, advertising and media agencies to increase their effectiveness and brands to increase their exposure through more efficient spending.
Stads is initially working with advertisers in Europe, USA, Latin America and the Far East to create, schedule and deliver ads to perimeter boards in European soccer leagues, but is set to move into basketball too, and sees opportunities in other sports in the future.
The company was founded in 2018 by a group of sports business and technology entrepreneurs, and has developed an advertising model based on data and analytics which delivers targeted messages to fans at sports venue. It claims to fully support Real-Time Marketing (RTM) requirements, enabling advertisers to roll out a campaign at very short notice ahead of a match.
Stads has access to data showing the number of fans of any club, and this is segmented based on demographics and interests to allow brands to employ targeting advertising. The company has also developed an algorithm to enable clubs to fully exploit their advertising offering by putting a price on the inventory.
The involvement of the 45-year-old Del Piero (pictured), a Juventus legend and a member of Italy’s 2006 World Cup winning team, goes beyond mere endorsement as he is working with Stads as a strategic partner and member of the company’s advisory board managing key stakeholder relationships and leading marketing campaigns.
Yoav Shalmor, the chief executive of Stads, said: “We’re making stadium perimeter advertising easier and more accessible. Most advertisers don’t have the right level of accessibility to in-stadium media and often have no idea how to navigate the sports media buying process to make the best purchases.”
He added: “We’re helping advertisers acquire regional exposure while removing costly barriers like yearly partnership commitments. This model is attractive to media agencies, which previously were reluctant to lock down all of their clients’ media budgets on multi-yearly deals.
"They can now diversify their marketing by including sports venue media as one part of a broader campaign. They now have a platform powered by data that lets them localize their message and even advertise with different clubs simultaneously to reach a wider, diverse audience.”
Other companies active in this space include AIM Sport, which employs its Digital Overlay technology at matches of top soccer clubs Real Madrid and Paris Saint-Germain, and Supponor, which has employed its DBRLive technology in LaLiga for the past five years and last October signed a long-term deal with Barcelona.